Case Study: Amazon Web Services achieves rapid, scalable growth to millions of customers with Salesforce

AWS grows from a startup to a powerhouse with millions of customers thanks to Salesforce

Amazon Web Services (AWS) launched in 2006 as a small startup inside Amazon and quickly faced the challenge of managing rapid, global customer growth while keeping sales and operations aligned and customer‑obsessed. Instead of building custom CRM systems, AWS chose Salesforce to provide a scalable, enterprise‑ready platform that could support lead routing, account planning, channel sales, onboarding new reps, and evolving business needs.

By deploying Sales Cloud, Community Cloud, the Salesforce mobile app and Data.com, AWS built “cloud journey” plans, consolidated usage and third‑party data, and added propensity‑to‑buy models and integrated tools for approvals, contracts and budgeting on one platform. The outcome was faster, more proactive selling, repeatable global processes and higher rep productivity—enabling AWS to scale to millions of customers and roughly $14 billion in annual revenue while maintaining its customer focus.

Amazon Web Services

Ariel Kelman

Chief Marketing Officer